2. Steam Whistle Incorporated in 1998 "Three Fired Guys Brewing Company” Signaling the end of the work day Located in Toronto, Ontario COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS
3. Steam Whistle Available in: Ontario: Beer Store & LCBO Alberta & British Columbia: retailers, bars & restaurants COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS
4. Direct competitors: Corona, Alexander Keith’s, Coors (Light) & Heineken Indirect competitors: Other alcohol beverages such as wine, ciders and coolers Steam Whistle COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS
6. Market Overview Target Segment Males & females 18-24 years old Students Lower income level under $15,000 annually Higher levels of alcohol consumption COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS
7. Market Overview Psychographics of Target Segment Large amount of beer consumption monthly COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS
8. Market Overview Drink socially with friends and family COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS
9. Market Overview What beer are you most likely to buy? Are you brand loyal? COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS
10. Market Overview Consumer attitude towards the brand: 85% of recipients had heard of Steam Whistle Overall attitude: 55% positive & 41% neutral Overall impression: 7.5 on a scale from 1-10 100% would consume Steam Whistle in the future COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS
12. Market Overview Are you aware of Steam Whistle’s green initiatives? COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS
13. Taste Sampling is expensive & time consuming Product tests must be realistic & have adequate sample sizes Impacted by order “throwaway item” Product testing techniques: judging by trained experts observations over an extended amount of time COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS
14. Taste Four natural ingredients Extensive use of Hops The “fresh” taste Premium quality taste COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS
15. Sight Visual art exudes culture, luxury & prestige Package design as an extrinsic for quality Functional & sensory social colours Conflicting visual & verbal information an advantage for unattractive products COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS
16. Sight The Green Initiatives are demonstrated through their packaging Vintage style and quality is portrayed through - packaging - delivery fleet - marketing strategy / commercials Clean, fresh design and packaging Golden Pilsner “look” to the beer COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS
17. Sound Right sound for the right product Target consumer properly and create the ideal mood for purchase Sonic branding brand recall COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS
18. Sound Traditional steam whistle trademark sound Use in commercials & during sponsored events to create brand recall Non-twist caps, sound of locked in, fresh beer COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS
19. Smell Most prominent & influential for emotional memory processing Effective & performance enhancing technique Congruency is key for success Ethical issues -> choice to opt in Potential competitive advantage COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS
20. Smell One of Steam Whistle Pilsners four natural ingredients is Hops Hops are flavourful, but also are aided by “aroma hops” which add sensory appeal Smell is most closely linked with emotional ties and memories, which can create brand recall for Steam Whistle COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS
21. Touch Packaging & promotion details the way a product is held, handled & touched Often not consciously recognized Assists in overall branding strategy Far more engaging Helps identify “what is real” COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS
22. Touch The non-twist cap provides tactile proof of locked in freshness Steam Whistle Pilsners’ sleek vintage bottle The antiquated painted on label provides tactile branding COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS
23. Recommendations Increase awareness Television Commercials How to pour the beer (visual) Radio advertisements Increase brand recall (auditory) Trials: Events, Roundhouse, Music Tours, Unsigned (taste & olfactory) COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS
24. Recommendations Hipster’s Beer Vintage graphic & bottle design Indie music, art shows at the round house Away from mainstream COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS
25. Status symbol Higher price Limited availability Award winning Better quality Promote Green Initiatives Local, organic, fresh Recommendations COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS
